In its latest effort at PC personalization, Dell is offering this year's movie blockbuster Iron Man as an option on select desktops and laptops.
For an additional $20, movie fans can get a copy of Iron Man, along with bonus features, pre-loaded on select Inspiron, Dell Studio, and XPS laptops and desktops. The movie, which is likely to come with copyright-protection technology to prevent illegal copying, is owned by Paramount Pictures and Marvel Entertainment.
While savvy PC buyers are more likely to weigh processor speed, memory, and graphics power in their buying decisions, Dell believes offering such accessories as movies is another way for people to personalize their systems.
"Dell continues to create ways to express an individual's personal style through the devices they choose," Tim Bucher, Dell's VP of consumer content and services, said in a statement.
Dell said it plans to offer other movies with PCs in the future.
The company is no stranger to pairing movies and its hardware. Dell partnered with Sonic Solutions this month on a device that lets people take a movie downloaded to a PC from CinemaNow and burn it onto a DVD for playback on most standard players. The Qflix external DVD burner is available in the United States as an option with most Dell Inspiron, Studio, and XPS notebooks. The device is also available separately through Dell's online store and will be available soon as an option on select consumer desktops.
Dell, long known as a major supplier of low-cost business PCs, launched a major push into the consumer market with the return of founder Michael Dell early last year as chief executive. Dell returned after the company lost its crown as the world's largest PC maker to Hewlett-Packard.
Since Dell's return, his company has introduced more stylish notebooks to attract fashion-conscious buyers and has also started selling its PCs through retail stores worldwide. Before then, Dell sold its computers directly to consumers online.